Professional Documents
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Pricing policy
Selecting the pricing objective Determining demand Estimating costs Analysing competitors costs, prices, offers Selecting a pricing method Selecting the final price
Determining Demand
Price sensitivity Price elasticity of demand
Super value
High value
Premium
Good value
Medium value
Overcharging
Economy
False economy
Price
Rip off
Estimating costs
Fixed costs Variable costs Learning curve
Pricing methods
Markup pricing Target return pricing Perceived value pricing Value pricing Going rate pricing Sealed bid pricing
Markup pricing
Adding a standard markup to the products cost Suppose a manufacturer has following cost and sales expectations
Variable cost/unit = Rs 10 Fixed Cost = Rs 300,000 Expected sales = 50,000 Unit cost = Variable cost + Fixed Cost/Unit Sales Rs 10+ Rs 300,000/50,00 Rs 16
Markup price =
Target-return pricing
The firm determines the price that would yield its target of return on investment Desired return x invested capital Unit sales
Suppose the manufacturer has invested Rs 10 lacs and wants to set a price to earn 20% ROI, the target return price would be calculated as per above mentioned formula.
The manufacturer will realize this 20% ROI provided its cost and estimated sales turn out to be accurate Break-even chart to learn what would happen at other sales level
Break-even Chart
1200
1000
Rupees (000s)
800
600
400
Fixed Cost
200 10 20 30 40 50
The total revenue and total cost curves cross at 30,000 units. This is the break-even volume and can be verified by Break-even volume = Fixed cost (price variable cost)
Rs 30,000
Rs 20 Rs 10 = 30,000
If the manufacturer sells 50,000 units at Rs 20, he earns Rs 200,000 on his Rs 10 lacs investment
Perceived-value pricing
Pricing on the basis of customers perceived value Perceived value is made of several elements Buyer's image of product, performance, the channel deliverables, the warranty quality, customer support, and softer attributes like trustworthiness, esteem, etc Each customer places different weights on these different elements Price Buyers stripped down version & reduced service Value Buyers keep innovating new value Loyal Buyers invest in relationship building & customer intimacy
Value pricing
Companies like IKEA, Walmart and Big Bazaar have adopted pricing strategy in which they win loyal customers by charging a fairly low price for a high quality offering
Going-rate pricing
The firm bases its price largely on competitors prices The smaller firms follow the leader changing their prices when market leader's price change rather than when their own demand or costs change Seen to reflect the industrys collective wisdom
Auction-type pricing
Agricultural produce, minerals, metals, art and antique objects English Auctions (Ascending bids) One seller and many buyers Yahoo! And eBay bidder raises the offer price until the top price is reached Being used today to sell antiques, cattle, real estate and used equipment and vehicles
Auction-type pricing
Dutch Auctions (Descending bids) One seller and many buyers an auctioneer announces a high price and then slowly decreases the price until a bidder accepts the price One buyer and many sellers The buyer announces something that he wants to buy and then potential sellers compete to get the sale by offering the lowest price
Auction-type pricing
Sealed-bid auctions Would-be supplier can submit only one bid and cannot know the other bids Governments, large organzations & institutions used this method to procure supplies etc A variant of sealed-bid auction involves a two-stage bidding process
Technical Bid & Commercial Bid Only those who qulaify on technicalbids are asked to submit the commercial bids
Psychological pricing
It is used to lessen the impact of the actual pricing in the consumers mind It is used as a surrogate to indicate the product quality or esteem
Geographical Pricing
Different pricing at different locations Could be in terms of barter, countertrade and foreign currency
Promotional Pricing
Loss leader pricing Special event pricing Cash rebate Low interest financing Longer payment terms Warranties and service contracts
Discriminatory Pricing
Customer segment Product form Image pricing Location pricing Time pricing
Preconditions
Market must be segmentable The lower price segment should not be able to resell the product to the higher price segment The competitors must not be able to undersell the firm in the higher price segment Should not breed customer resentment and illwill Price discrimination should not be illegal